The Guns of Navarone (Columbia Pictures) (1961)

ULL eC te nn NATION “NAVARONE “The Gans Cy oe MES eo ee a # On b 4 location is Oe He AT a GREECE Sunnoer Fashions fouturing BLUES” Tospired by Curl Foreman's Film Epic, of Navarone” teat es San Francisco, Cal. Los Angeles, Cal. { NAVARONE BLUE i Fashie: TRE CONS OF KAVARORE' New York, N. Y. Washington, D. C. “"NAVARONE’ COLORS Carl Foreman’s spectacular “The Guns of Navarone” has inspired a whole series of colors and designs, in various materials for both fashion and home use. The Navarone colors are called Acropolis Gold, Hermes Green, Athena Tan, Apollo (or Navarone) Blue, Parthenon Brown, White and Bacchus Black. make use of these colors, or of the Grecian design Byzantine Local merchants can motifs, on merchandise already in stock, to tie-in with your engagement of “The Guns of Navarone.” Page 8 SCO a CAT TT Pe et nS Cn nL) S WOMEN LEARN OF ‘NAVARONE’ DEMOISELLE & MACY'S PROMOTION One of the most elaborate and far-reaching fashion and merchandising promotions to exploit a motion picture has been set in a three-way tie-up between Mademoiselle Magazine, Macy's and Columbia Pictures for Carl Foreman's "The Guns of Navarone.'' The promotion has been designed on a scale to match the magnificence of the high adventure drama in color and CinemaScope. Fulcrum of the promotion is the May issue of Mademoiselle magazine. Mademoiselle devoted its cover, in color, a special |5-page ''Navarone Blue'’ advertising section and a 10-page Greek editorial fashion section to "The Guns of Navarone," featuring special women's fashions whose color and design were inspired by the Grecian locale of the multi-million dollar adventure story. In addition to the R. H. Macy's stores already participating, the Mademoiselle promotion has mushroomed to other large retail outlets, making a total of more than 50 participating stores across the country. The Mademoiselle promotion included many of the nation's leading stylists and foremost manufacturers. The advertising pages inspired by ''The Guns of Navarone"' include such leading houses and lines as Majestic, Bobbie Brooks, Susan Laurie, Inc.; Rosecrest, Kay Windsor, Stacy Ames’, Maidenform Swimwear, Maurice Handler of California, Oomphies, Leeds Luggage, Evyan, Lanvin, Shield's Men's Jewelry and Loungees. The editorial section, Mademoiselle's ''Navarone Wardrobe," photographed in Greece, included the high fashion products of Jantzen, March & Mend, Belber Luggage Division of Leeds Travelwear, Susan Laurie, Juniorite, Sue Brett, Majestic, Sportwhirl, Pantempo, and Maidenform. The promotion embraced fashion items for both summer and all-year round wear and has currency well beyond the particular May issue of Mademoiselle. Testifying to the validity of the promotion's workability are the cooperating store window and in-store displays set for many of America's most distinguished stores: Macy's New York store for instance combined the fashions themselves with travel art, scene stills and the references to Mademoiselle in dazzling displays. The May Company's department store in downtown Los Angeles used a film strip of the stars, complete screen credits and a “coming soon to the Beverly Hills Theatre’ sign in a window display. Macy's San Francisco store, Bamberger's Jersey City, N. J., store, Heironimus Department Store, Roanoke, Va., also gives some idea of the all-out cooperation extended to the promotion. In Washington, D..C, posters and streamers on newsstands, supermarkets, etc., ballyhooed the Mademoiselle promotion. A specially made up card was placed on 25 of the District News Company's truck in Washington, D. C., crediting the film, Mademoiselle and The Hecht Company. get the gamin haircut influenced by Greece and featured in May Mademoiselle! the “orttst” cut pe Jersey City, N. J. “XK oritsr”’ means girl in Greek... and i Macy’s beauty experts designed the Koritsi cut and curl for one of the most charming little girl hair styles of the year! See “The Guns of Navarone” filmed on the Greek Isle of Rhodes, opening at the St. Francis, June 30. 2.50 Companion Koritsi Wave, 8.54 (style room prices slightly higher) VALLEY FAIR, ' LE. ; (San Mat (San Jose), lower level, CH 8-3333 D A BAY FAIR, (San Mateo), upper level, Fl 1-1311 ( SAM FRANCISCO, San Leandro), terrace level, BR 6-3234 Sixth floor, EX 7-3333 Roanoke, Va.